Upside CEO takes charge

John Carroll to create more revenue streams for magazine

DavidB. Wilkerson

SAN FRANCISCO (CBS.MW) -- John Carroll, Upside magazine's new president and chief executive, says he is seeing signs that the advertising climate may be about to improve.

His first job, he says, is to make sure the 13-year-old technology business publication is in position to take as much of that money "off the table" as possible.

"I think we're starting to see some signs that more [media] planning is taking place right now," Carroll said of technology companies. "There was a distinct absence of it up until now." Such indications mean "we should see something in a couple of months," he added.

The image of a winning poker player invoked by taking money off a table seems an apt one for Carroll, who took over the CEO mantle at Upside this week, replacing Ed Ring.

The magazine's parent, MCG Capital Corp.
MCGC
did not bring in Carroll to lead any sweeping editorial changes; they brought him in to jumpstart the publication's profits.

A recent subscriber study told Carroll that the magazine was, in fact, right on target in giving its readers -- many of whom are executives directly involved with information-technology decisions at their companies -- precisely what they want: information on new trends and products they need to stay on top of.

Targeting the strategic level

"The publication was founded on the basis that it was going to provide a strategic-level editorial product for a strategic-level individual, Carroll said. "I think that hasn't changed."

Carroll has no plans to switch reporters' beats or cut any positions. "We're about as right-sized as anybody can get," he said, since Upside implemented a number of cost-cutting procedures before his arrival.

Arlington, Va.-based MCG hired Carroll to do what he does best: maximize a magazine's profit potential by creating new revenue streams.

For example, during executive stints at the publishing arm of Penton Media
PME, +0.08%
Medical Economics Co. and PennWell Corp., he organized symposiums and other events tied to magazine brands. He also launched online versions of print magazines, such as Medical Economics Online.

"I've been a reader of Upside for about 12 years," Carroll said, "and I always thought it was kind of undermarketed."

Though the lingering effects of the economic slowdown limit Upside's ability to launch new initiatives right now, Carroll sees a chance to do so in about six months. "There are going to be a lot of opportunities, certainly in other print-based products, and online, without a doubt."

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